In May 1991, PBH was formed to serve as co-sponsor, along with the National Cancer Institute (NCI), of the 5 A Day for Better Health program with the primary purpose of overseeing industry participation. What began with the support of 60 produce industry companies and commodity boards, has today grown to serve over 400 donors and licensees representing growers, shippers, packers, processors, merchandisers, commodity boards, trade associations, food industry organizations, health professionals, and supermarkets.
In January 2001, the 5 A Day program expanded beyond PBH and NCI to include other key organizations committed to leveraging the reach of 5 A Day under the National 5 A Day Partnership. In 2005 NCI transferred lead federal agency and health authority for the 5 A Day program to the Centers for Disease Control and Prevention (CDC). Today, PBH and CDC co-chair the National Fruit & Vegetable Alliance, formerly known as the National 5 A Day Partnership, consisting of government agencies, non-profit organizations, and industry working in collaboration to increase consumption of fruits and vegetables for improved public health.
In response to the new Dietary Guidelines for Americans, PBH and the National Fruit & Vegetable Alliance Steering Committee developed a new brand identity: Fruits & Veggies—More Matters® that supports the recommendations of the new dietary guidelines of eating more servings of fruits and vegetables. Consumer research reveals that the new brand is a rallying cry of relevance to consumers. The official launch of Fruits & Veggies—More Matters occurred March 2007 and Fruits & Veggies—More Matters now replaces "5 A Day."
Produce for Better Health Foundation (PBH) is a non-profit 501 (c) (3) consumer education Foundation whose mission is to lead people to eat more fruits and vegetables because it matters for their better health.